Measuring the degree of corporate social media use
Measuring the degree of corporate social media use
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DOI：
10.2501/ijmr-2015-018
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发表时间：
2015-01-01
影响因子：
3
通讯作者：
Jacob, Frank
中科院分区：
文献类型：
--
作者：
Aichner, Thomas;Jacob, Frank
本文旨在提供一个模型来衡量企业社交媒体的使用程度，或者换句话说，企业在多大程度上利用了单个或多个社交媒体平台的潜力。然而，这与使用指标来评估社交媒体活动的成功明显不同，因为它纯粹是衡量预先定义的社交媒体组的使用程度，同时考虑到品牌社交媒体活动的频率以及相关的用户反应。企业社交媒体的使用程度有助于企业和市场研究人员分析单个品牌或公司，并将其与其他品牌，竞争对手或行业平均水平进行比较。企业社交媒体的使用程度是一个有用的指标，应与社交媒体指标相结合，以便就增加或加强社交媒体活动得出更好的结论。
This article aims to provide a model with which to measure the degree of corporate social media use or, in other words, the extent to which companies are exploiting the potentialities of single or multiple social media platforms. This is, however, explicitly different from using metrics to assess the success of social media activities, as it is purely measuring how intensively a pre-defined group of social media is utilised, taking into account the frequency of social media activity by the brand as well as the related user reactions. The degree of corporate social media use helps companies and market researchers analyse single brands or companies and compare them with other brands, competitors or industry averages. The degree of corporate social media use is a useful indicator, which should be combined with social media metrics in order to draw better conclusions about where to increase or intensify social media activities.